Regional General Manager – MENA Region
ROYAL SWINKELS BREWERS (BAVARIA)
Total years of experience :21 years, 6 Months
- Report to CEO and Executive Board, +70 M EUR business size.
- Responsible of MENA region (covering Gulf countries, N. Africa countries, Turkiye, Iran, Lebanon, Palestine, India, Sri Lanka).
- Full P&L accountability.
- Lead 17 countries and 28 distributors.
- Lead 14 direct and 90 indirect reports from different functions.
- Member of “Leadership Team” within the organization.
- Define region strategy, identify key business drivers, determine growth opportunities.
- Develop route-to-market structure, define investment by country, determine building blocks and key deliverables.
- Evaluate and drive expansion to new countries and channels, develop launch and support plans for innovations.
- Initiate local production partnerships within region, define strategies for improving efficiency and profitability.
- Report to VP Global Sales, guide and calibrate sales leaders of countries.
- Responsible of a large Developing Markets Area : Middle East, Asia, Africa, Latin America, with 45 indirect reports in countries.
- Working with country teams, formulate overall Trade Marketing strategy and define plans for each country cluster.
- Ensure consistent execution and look & feel for the brands across area.
- Develop brand guidelines, improve in-store execution and visibility, develop display tools and promo mechanics.
- Identify market/shopper/category trends and opportunities, feed these into brand strategy for insight driven decision making.
- Report to Regional Sales Director, +40 M USD business size.
- Responsible of Lower Gulf region, lead 6 distributors and 22 indirect reports.
- Reponsible for all sales channels in the region (modern trade, traditional trade, wholesales, pharmacy, online).
- Reponsible for all categories of company (across personal care, home care, health care categories).
- Define growth and profitability focused sales & marketing strategies for region.
- Gain market share via successful 4P execution, brand activation, consumer communication, team amd customer incentives.
- Improve P&L for the region via trade investment optimization, ROI analysis, efficiency focus.
- Report to Global Sales Director, +30 M USD business size.
- Lead sales in Central East Europe region (Hungary, Poland, Czechia, Slovakia), 12 indirect reports across countries.
- Guide and support country sales teams regarding pirorities, growth drivers, opportunities.
- Determine positioning and pricing of brands across region, ensure consistency among countries, track progress vs targets.
- Analyze retailer and shopper data, find-out opportunities and risks at country/category/customer level.
- Report to National Sales Director, +30 M USD business size.
- Lead Modern Trade channel across Turkiye, 5 direct reports sales team and 70 indirect reports of merchandising team.
- Manage multi-format retailers : hypermarket, supermarket, convenience, discounter, e-commerce.
- Lead all aspects related to customers : contract negotiations, activity plans, promo strategy, brand positioning & communication.
- Drive brand and category development projects, as well as in-store execution and visibility.
- Ensure forecast accuracy and efficient demand planning.
- Report to Marketing Director, +25 M USD business size of responsible category.
- Lead all sales channels across country, 2 direct reports.
- Develop trade strategy and ensure execution according to strategy by sales team and customers.
- Lead pricing & sizing decisions, decide revenue management actions, track activation by channel/customer.
- Develop POSM & merchandising tools, determine new product launch plans, investigate new business opportunities.